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It's called "layering." As in, layering the scent with more of... the scent. And brother - I am a huge fan :). <- at least that was what I was told :).
Today I got willingly robbed and bought the Dolce & Gabbana balm and Eau De Toilette. Now I find myself stressing over what cream I'll use beforehand to shave with lol!
I have to admit that though some sell soaps and shampoos as well, I will be hard pressed there due to my loyalty issues as well lol. But layering IS great, and a large factor in my purchasing pics.
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Aramis line has the soup to nuts line. Pretty good stuff as well.